Hidden Treasures of Rural Japan
Every Tuesday, I share real episodes from 22 years of living and working in regional Japan, unique local products few know exist, and practical insights to help overseas SMEs find partners here and expand internationally.
About Hinomoto Akira & Life in Setouchi
I was born and raised on Shikoku, where the mountains meet the Seto Inland Sea. After six years studying in the United States, 9/11 closed the door on my American plans and brought me home to rural Japan at age twenty-five.
For the next 22 years, I worked from a small machinery factory in Kagawa, carrying regional products to over 70 countries. I’ve lived through losing 25% of our revenue overnight, custom holds in Europe, unedited crisis livestreams during lockdown, and walking the 1,400-kilometer Shikoku pilgrimage.
Today, living in Marugame with my wife and three children, I write about the daily rhythm of this region—morning dashi, local shrine walks, conversations with aging artisans, and the hard-won lessons of international business.
Unique Products & Craftsmanship Few Know About
Behind-the-scenes accounts of extraordinary craftsmen and specialty workshops across Shikoku and regional Japan:
- ▸ Awa Natural Fermented Indigo (100-day bacterial fermentation in Tokushima)
- ▸ Tosa Hand-Forged Blades (Cutlery forged by eye without molds in mountain valleys)
- ▸ Tosa Washi Paper (Kozo fibers that heal tears in 300-year-old museum art)
- ▸ Regional Foods & Teas (Fermented Awa Bancha, Sudachi citrus, Sanuki noodle craftsmanship)
- ▸ Heirloom Vintage Kimonos (Hand-dyed silks finding new architectural lives overseas)
Helping Overseas SMEs Find Partners in Japan & Expand
Practical stories for small and medium businesses outside Japan looking for manufacturing and sourcing partners:
- ▸ How to find and vet honest regional Japanese factories that don't advertise in English.
- ▸ How to build personal trust with Japanese founders and overcome communication gaps.
- ▸ How to bypass trading house markups and establish direct, long-term supply lines.
- ▸ Real margin and export case studies from 22 years on the front lines.
Tell Me What You Want to Read About
This letter is a conversation between rural Japan and the world. When you subscribe, you can reply directly to any Tuesday email with your questions. I read and answer every message.
Common topics readers ask me about:
• "How can my business find a supplier for [specific Japanese product]?"
• "What are the cultural mistakes to avoid when meeting a Japanese CEO?"
• "Can you write about a specific artisan technique or regional food in Setouchi?"
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Published every Tuesday morning at 8:00 AM JST. A clean, 4-minute read directly from Shikoku. Zero spam. Unsubscribe anytime.